THE USE OF PERSUASIVE LANGUAGE TECHNIQUES IN TOP-END YOUTUBE VIDEOS ADVERTISING UKRAINIAN WINES

In the article, Anelia Polishchak presents the results of a study aimed at evaluating the effectiveness of advertising Ukrainian wines on the YouTube platform by analyzing the most popular videos featuring this advertising. The study focuses on the use of linguistic tools and persuasive language techniques formulated by Brett Lamb. This approach allows for the identification of modern effective strategies in the advertising of Ukrainian wines. The study’s results show that the persuasive language techniques developed by Lamb are widely used in Ukrainian wine advertising. Furthermore, the research revealed the use of other techniques, such as positive forms in syntactic constructions and vocabulary, verbal hints, and more. These findings provide valuable insights into the development of linguistic strategies in advertising, demonstrating their adaptation to modern market demands.